Celebrity Marketing: What Companies Need to Know About Social Media

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Social media can be a great marketing tool for companies, but if done incorrectly it can just be a waste of time or actually hurt your brand.

Benefits for companies on social media include:

  1. It is free!
  2. Increased brand recognition
  3. Increases business
  4. Makes your brand more favorable for consumers

Companies can learn a lot from a celebrity’s presence on social media. In a way celebrities are a lot like brands on different social media platforms. While brands want to reach their consumers to have them buy product, celebrities are trying to expand their fan base by letting fans know what they are up to so they can go see their latest movie or buy tickets to the concert.

Change up the content: Social media posts do not have to be all about promoting your brand. No one is going to follow your company if all the content is advertisements. Companies need to keep it interesting. Companies such as Ford posted pictures of some of the first models of Fords for Instagram’s  “Throw Back Thursday”. Companies can also participate in other fun national holiday events that many social media sites celebrate such as “dessert day” or “cat day”.

Interact with your followers: Responding to consumer’s comments or complaints on social media platforms shows that you care and value their business. Consumers are more than likely to have positive feelings towards your brand and buy again.

Offer giveaways or discounts: Give consumers a reason to follow you. People are more likely to follow you if you reward them.

Treat each social media platform differently: Do not post the same thing on all social media platforms. Not only will people be bored but each social media platform is different and you must learn how to post content specifically for that platform. Make sure you know how each social media platform works such as  Snapchat, Vine, Periscope and Meerkat, YouTube , Twitter, Facebook, You Now, and Instagram.

Stay relevant: It is crucial to see and pay attention to what social media sites celebrities and other popular social media influencers are using and how they interact with each platform. You can learn a lot from them because they have the most followers and often start the trends.

Cross promote: Inform your consumers that you have different social media platforms.

photo credit: http://www.flickr.com

Sporting Event Advertising Fuels Celebrity Marketing

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3 benefits of advertising during sporting events

While it comes as no surprise that many Americans enjoy watching sports; it may come as a shock just how popular they really are.

According to ESPN, NFL is the most popular sport in America for the 30th year in a row. In an Adweek/Harris poll almost two thirds of U.S. adults say they currently watch NFL football.

The Super bowl is the most watched sporting event and this year the 2015 Super Bowl set new broadcasting records. The International Business Times said, “The 2015 Super Bowl between the New England Patriots and Seattle Seahawks set a new mark, averaging 114.4 million viewers per minute on NBC’s Sunday night broadcast, becoming the most watched event in American TV history”.

Advertising during sporting events can be expensive but it is well worth it. There are many advantages to advertising during sporting events that you will not get during other programs. Television stations charge much more to advertise during sporting events because campaigns broadcasted during these events are successful at reaching consumers.

It also won’t hurt if the advertisement includes an athlete. Having an athlete as a spokesperson can increase sales, awareness and help to make the advertisement more memorable.

  1. Advertisers invest billions annually-According to Kentar Media, 37% of all advertising spending on broadcast TV is on sports. Kentar Media estimates, “sports programming in 2014-15 generated $8.47 billion in advertising sales for ABC, CBS, NBC and Fox”.
  2. Live audience –Live audience is a large reason why advertising during sporting events can be so expensive. It is one of the only programs people watch in real time. With DVR, Netflix and Hulu becoming so popular it has become increasingly difficult to reach consumers by television commercials. But, this is not the case for sporting events. According to Harris Interactive, eight in ten Americans say they never record televised sporting events (79%). People want to watch sports while they’re happening.
  3. Huge reach – NFL games alone accounted for 45 of last season’s 50 most-watched broadcasts. People are watching sporting events more than any other programs. This is where advertisers want to be-you can reach millions of people during just one 30 second spot.

photo credit: www.deviantart.com

Instagram Advertising Changes Offer New Opportunities for Celebrity Marketing

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5 important changes for advertising on Instagram

Instagram is one of the most popular social networking sites today. According to their website, there are more than 300 members and more than 60 million photos shared a day. Therefore, there is a huge opportunity for advertisers to reach their target audiences.

Instagram allows advertisers to target its existing customers like its parent company Facebook. This means that you can reach consumers who buy your product and actually use it. Brands can also have added links in their advertisements that direct the consumer to their app or website.  These amenities are huge advantages over traditional advertising such as print ads and television commercials.

Kenshoo, an ad buying firm, said, “people click on Instagram ads 2.48% of the time that they see them, which it said is two-and-a-half times the average for social ads”.

Another advantage to advertising on Instagram is its celebrity presence. Many celebrities have Instagram accounts with huge fan bases. Therefore celebrity marketing does not look out of place.

Here’s what brands now need to know when advertising on Instagram:

  1. Instagram is allowing all advertisers on their site. In the past, Instagram has been very particular on who can advertise but they are now opening it up to everyone.
  2. Markets worldwide will be able to advertise.
  3. Instagram is allowing brands to create 30 second videos as opposed to the former 15 seconds. With longer videos you can add much more content and information into your advertisement.
  4. You can create a “marquee”, which is a full home-page advertisement. This feature makes it much harder for consumers to skip over your ad and guarantees they will actually notice it.
  5. An option of having non-square formats. Traditional Instagram posts are in a square, but Instagram decided to let advertisers choose the format of their post.

With these changes in advertising regulations, Instagram continues to be a great form of media to use for celebrity marketing.

photo credit: Flickr

Companies are Using Immersive Experiences to Reach Consumers with Celebrity Marketing

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4 advantages of creating immersive experiences for consumers

When companies create immersive experiences the consumers are absorbed in the experience and the advertisements are interactive. The definition of immersive is “noting or pertaining to digital technology or images that deeply involve one’s senses and may create an altered mental state”.

What would you rather be doing? Watching Maria Sharapova return a serve on a commercial while cooking dinner and cleaning the living room or returning Sharapova’s 100 mph serve in an exhilarating and heated match.

The latter example is part of American Express’s virtual reality game, “You Vs. Sharapova”, created for the US Open. The consumer actually swings a racket to try and return Sharapova’s serve. Sharapova even talks to you by saying phrases such as “good try” and “ breaking a serve is tough”.

Deborah Curtis, American Express vice president of global sponsorships and experience marketing said “For us, virtual reality is sort of the next evolution of what we have been doing, which is put the fan at the center of the experience”. It allows fans to really feel the intensity at the U.S. Open and make them feel like they are actually a part of the game.

1. Engaging – Instead of sitting back and watching a commercial or reading a print advertisement the consumer is actually part of the experience. When they are engaging in the ad their full attention is on it, not typical in traditional advertising.

2. Memorable – If consumers are engaging in the advertisement then they are more likely to remember your brand. Consumers see thousands of advertisements a day so it is very important to not only be able to reach your consumer but to have them remember you.

3. Fun – Immersive experiences are enjoyable for the consumer. If people are enjoying their experience then they are more likely to have positive feelings towards your brand.

4. Creative – Creating immersive experiences gives your company the ability to think of new and exciting ways to reach your consumer.

photo credit: Wikimedia

Celebrity Marketing: Using Television and Movie Characters to Endorse Brands

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4 popular examples with celebrities in character who break thru the clutter

A popular trend in celebrity marketing has been stars appearing in character to endorse a product. By using well known fictional personalities, brands have the ability to reach a wider audience including the character’s fan base.

It can be difficult to decide whether to use a celebrity in character or the celebrity as themselves; therefore consider two important questions:

  1. Is the character more well-known than the celebrity themselves? If people would recognize the character on the street but not the celebrity then it may be a good idea to use the character.
  2. What personality type are you looking for to represent your brand? The personality of the character could be very different than the celebrity’s personality. Consider how much media you’ll ask the celebrity to do and how comfortable they are being “in character” during interviews.

Walter White for EsuranceIn a 2015 Super Bowl Esurance ad, Breaking Bad’s Walter White (Bryan Cranston) reprises his role as the infamous meth-cooking chemist one last time. While the show officially ended in 2013, White appeared in this 60-second spot to endorse online car insurance, working at a drug store and comparing himself to a neighborhood pharmacist.  Conveniently, the spot aired a week before the show’s spinoff Better Call Saul.

Ron Burgandy for DodgeAnchorman’s Ron Burgandy (Will Ferrell) served as Dodge Durango’s salesman piggybacking off the movie’s popularity.

Full House for Dannon John Stamos has appeared in many Dannon commercials but in the 2014 Super Bowl advertisement his co-stars on Full House, David Coulier and Bob Saget, appeared in it as well . During an intimate moment between Stamos and a woman, Coulier and Saget barged in which reminded the audience of many scenes in Full House.

Frank Underwood for Call of DutyHouse of Card’s protagonist Frank Underwood (Kevin Spacey) appeared as an alternate version of himself in the 2014 Call of Duty: Advanced Warfare trailer.  In the spot, Underwood appears as a futuristic warmonger named Jeremy Irons obsessed with world domination and power. While the character is identified as Irons, instead of Underwood, the characters are completely parallel. Fans of the show know that Underwood often plays Call of Duty, making this endorsement cross-promotional.

photo credit: Geoffrey Chandler via Flickr

 

 

Incorporating Your Brand With Music Via Celebrity Marketing

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3 ways to sponsor music events and artists for building brand awareness

Sponsoring music related events and artists shows your audience that you care about the art of music, and it offers the opportunity to create new and engaging ways to reach your consumer, and the opportunity for massive exposure.

According to IEG LLC, North American based companies spent close to 1.34 billion on music venues, festivals, and tours in 2014. The most active sponsors of music related events are The Coca-Cola Co., Anheuser-Busch and PepsiCo, Inc.

Sponsored music festivals. With music festivals becoming more popular every year, brands have a huge opportunity to see and be seen. The Chicago music festival, Lollapalooza, dedicates its stage names to its sponsors, such as Bud Light, Samsung Galaxy and Palladia. Brands say the biggest advantage to sponsoring music festivals compared to sporting events is that people have a lot of downtime. Besides just beverage and food companies, festivals are now attracting fashion, beauty and technology companies as well, according to Elizabeth Holmes of The Wall Street Journal. Coachella, a weekend festival in Indio, California, had many fashion and beauty brand sponsors this year including H&M and Sephora. H&M had a 360-degree mirrored “selfie station” and Sephora had a makeup station with a vending machine that dispensed free products. Coachella is also a big draw for celebrities including Kate Bosworth, Katy Perry, Kendall Jenner, Paris Hilton and Rhianna.

Sponsored music videos: “Trackvertising”  is a new trend in music videos where brands and artists collaborate.  Music videos are a great way to incorporate your brand because people voluntarily watch and share them, and your brand is likely to be remembered. The most successful example of “trackvertising” is Activia and Shakira’s La La La (Brazil 2014). The music video was for World Food Programme, an organization that brings school food to children in impoverished countries. According to mark tech firm, Unruly, it is the most shared ad.  Another example is the collaboration with Fiat and Arianna for the video Sexy People (The Fiat Song) ft. Pitbull. The video predominantly shows a Fiat in almost every shot, but it is still as entertaining as any other music video and has been viewed millions of times.

Sponsored artist tours. Sponsoring artist tours can be a bigger commitment than the previous options but there are many advantages. It can be very beneficial because the typical demographic of the audience reached is known and consumers are having fun while exposed to your brand. One example is Corona Lite sponsoring Kenny Chesney’s “The Big Revival Tour”. Corona knew that it was a perfect tour to sponsor because their slogan is “Find Your Beach” and Chesney sings about drinking beer and beaches, so they were confident that they would reach their demographic.

photo credit: posted by Kenny Chesney on Monday, August 20, 2012

YouNow Could Be the Next Best Thing for Celebrity Marketing

play-145676_12804 Advantages of Using YouNow

Commercials and magazines are not the only way to target millennials. Social networking sites are proving to be a rich resource to reach Gen Y. With YouNow, viewers can broadcast interactive live stream videos. Think a live YouTube.

YouNow’s founder, Adi Sideman, said that the website has about 100 million user sessions a month and 90% of the consumption happens on mobile devices. The topics cover everything from singing to Truth or Dare.

Some companies, such as Huffington Post, have already discovered how to use YouNow to their advantage. Every week Huffington Post has a live videos series called HuffPost Now, which has over 18,000 fans.

  1. Stay relevant- It can be exhausting trying to keep up with the newest technology to reach millennials. Using the relatively new YouNow program will distinguish you from your competition as a trend spotter. This is a huge advantage because millennials want to use brands that are trendy and appeal to them.
  2. Utilize social media stars- Use social media celebs from sites like YouTube and Vine that already have a strong following.  Not only are social media stars usually more affordable than other celebrities, but millennial viewers are more likely to watch them. The connection and trust between viewer and correspondent are already established so millennials are more willing to accept the message.
  3. Directly reach your demographic- According to Sideman, 70% of the members of YouNow are under 24, so if you are trying to reach millennials this is the place to do it. You also have the ability to see exactly how many people are watching your video.
  4. Interact with your audience. YouNow allows its members to interact during the videos. You can see how the audience reacts to your product, answer any questions that they might have, and directly address their concerns or compliments. This is a huge advantage because you can know right away if people are not responding well to your message and/or product. It is also great because you can create relationships with your consumers. People want to buy from brands that they can trust.

YouNow is a great way to build trust, credibility, and awareness with your consumers.

Photo credit: http://pixabay.com